The whole vault
Every chart explains one mechanism. Start with what's going on, or search the full text.
The Quiet Deductions
Weak positioning quietly eats your fee in four places - discounts, free work, scope creep, and revision rounds - long before real delivery costs do.
The Indirect ROI Chain
You can always show your work is worth the money by walking the small steps from what you made to what it changed to what it's worth, instead of proving it in one leap.
The Whole-Deal Gap
Specialists don't beat generalists on a single number - they win across every part of the deal because buyers see them as a different kind of firm.
The Referral Velocity Gap
The easier you are to describe, the more often people remember to refer you and the more of those referrals close.
The LinkedIn Inversion
On LinkedIn you have to build interest before you can convert it, so most of the spend belongs at the top warming people up, not at the bottom chasing cold prospects.
Value Capture Gap
How much money you keep depends on whether you sell effort or outcomes, and no price change fixes an offer still defined by effort.
Where the Heck Do I Go
The single pipeline source that got you to your first million will top out there, and only changing the mix of where deals come from gets you past it.
The Pricing Model Decision Table
Every way of pricing agency work fits one kind of firm and breaks in one predictable way, and the fix is always clearer positioning, not a different price model.
The Underinvestment Gap
Feast-or-famine isn't bad luck - it's what happens when you spend a fraction of what high-growth firms put into filling their pipeline.
The Positioning Trap
Thought-leader ads only work in the one spot where buyers both want your category and see you as different, so ads can't rescue weak positioning.
The Feast - Famine Loop
The famine you feel now was set in motion months ago, when a full delivery calendar led you to stop chasing new business.
The Pipeline Staircase
Qualified sales conversations are the top step of a five-part build, and skipping the steps below them means the pipeline never holds.